Another star-studded social media challenge is happening… too bad some celebs are totally faking it.

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Oh, the ALS Ice Bucket Challenge — you either loved it or dismissed it, participated, donated or ignored it. Some would say that it accomplished what it intended to do, which was raise funds and promote awareness for the devastating disease. There are others, however, who never want to see someone under a bucket of ice water again, believing it became less about ALS and more about seeing which celebrities, friends or family members were doing it next.

So it shouldn’t be surprising that the ice bucket challenge spawned several other challenges. The latest is called #WakeUpCall, which is like Beyonce’s #IWokeUpLikeThis but instead of us shaking our heads in frustration on why we all can’t be like Bey, #WakeUpCall is for Unicef’s Syria Children’s Emergency fund.

Created by British journalist and campaigner Jemima Khan, #WakeUpCall involves posting an early-morning photo of yourself on social media and donating to Unicef’s campaign to help Syrian children who have fled from the violence in their country.

Khan, a Unicef ambassador, kicked off the campaign with a photo of herself earlier this week with the hashtag #wakeupcall, and nominated Jeremy Clarkson, Lily Allen and ex-boyfriend Hugh Grant. Naturally, other celebs jumped on the social media challenge bandwagon. Hey, it’s for a good cause, right?

The campaign is aiming to raise money for Syrian refugees in the Zaatari refugee camp in Jordan, which is home to over 80,000 people. Syrians have fled to the camp since 2011. The goal is to replicate the success of the Ice Bucket Challenge but who knows if it will spread like wildfire like that did. This one is definitely more celebrity-centred because, honestly, we regular folks don’t necessarily have to rely on makeup as much. On the bright side, they do have more money than most of us put together so who knows? This could be on track to be the most popular viral charity campaign ever.